For the release of The Later Years, an 18-disc box set from legendary rock band Pink Floyd, Sony Legacy Recordings partnered with agency Draw & Code to create a WebAR activation that would appeal to Floyd aficionados, with the goal of bringing the band’s visually stunning album artwork and epic music to life so that fans could experience it like never before. The key aims for the experience were to be frictionless, to offer complex visuals anchored within the real world of the user and to encourage fans around the globe to spend time engaging with and capturing the experience.
Web AR is the hottest technology right now and it is a key growth area for Draw & Code. Using 8th Wall to deliver marketing activations for Sony Music has been a big success for us. The toolkit gives us everything we need to create and support engaging experiences that reach large audiences.
With the tap of a link, fans become instantly immersed in the world of Pink Floyd. Life-size, animated versions of surrealistic artwork from the album surround the user, rising from the earth and contorting to the tune of the band’s iconic songs. Fans can easily capture and share photos of their dreamlike experience.
The Pink Floyd Later Years WebAR Experience launched just before the holiday season and during its first week alone, tens of thousands of users across nearly 140 countries tried it. In total, the promotion saw over 76,000 user sessions and boasted an average dwell time of 1 minute and 47 seconds, with numerous photos captured by fans and posted to social media across the globe. The stunning visual results earned the team the 2020 Silver Telly Award and as well as a Finalist for 2020 Auggie Awards ‘Best Campaign’.
Draw & Code are immersive technology specialists based in the cultural heart of Liverpool where they harness emerging technologies, create innovative art and develop sophisticated immersive experiences including augmented reality, virtual reality and projection mapping.